The past year was a really minusår for the fashion industry. Sales were negative during majority of the months of the year. In december decreased klädförsäljningen both in the shop on the net with 3.8 per cent.
the fashion industry now has competition as statusmarkör, instead of to show off the latest dunjackan shows we would rather up other items, says Mikael Sandström, branschordförande at the Swedish trade style.
13 kilos of clothes and throw away eight kilos of clothes in the bin. But more and more consumers are interested in sustainability, which characterises the fashion industry. When the Swedish trade nominated the recycled garment to this Year’s christmas gift, it reflects the consumers ‘ interest for new sustainable alternatives.
The non-profit chains Myrorna and Stockholms stadsmission received the christmas present of the year with joy. After it became clear that the recycled garment won the nomination step both store sales by ten percent in december. Best selling clothes.
– this Year’s christmas gift is a big reason for the increase in sales, but it has also become okay to buy reuse christmas gifts, before I thought it was something to be ashamed of to a greater extent, ” says Lotta Kökeritz, brand and communications manager at the Ants.
contributing to that trend is, in itself, is, however, too early to say, according to Jens Hultman, professor of business administration, Kristianstad University college.
